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Levi's The Hall of Distractions-img1

Levi’s x Jacquard by Google Hall of Distractions

Insight

The attention economy is thriving. An average smartphone user receives over 50 notifications per day, and spends an average of 56 days a year looking at their screens.

These notifications distract us with short term goals that are misaligned with our own values. As a result, we’re losing connection with ourselves, and the world around us.

A group of people stand in a dark room, silhouetted against a large screen displaying enlarged text messages in white text bubbles on a black background.
A split image: on the left, a close-up of a persons face in soft red light; on the right, a cluster of red circular tokens with white numbers on a dark background, possibly game pieces or lottery tokens.
A dark room display shows a phone settings screen, lists of app names, two human figures, and digital stats including screen time, pickups, notifications, and app usage durations for social media and streaming apps.

Idea

The new Levi’s Trucker Jacket with Jacquard by Google helps people stay connected, not distracted. Through an interface woven into the jacket, wearers are able to move through their day free from the distraction of their screens.

To demonstrate the need for this new product and others like it, The Hall of Distractions has been created, an alarming immersive experience in which an average smartphone user’s yearly notifications are condensed and re-performed in a 30 minute cacophony of sound and light.

Impact

A one-of-a-kind experience that puts our relationship with technology in urgent perspective.

The Hall of Distractions confronted guests at Australia’s national launch of Levi’s Trucker Jacket with Jacquard by Google, provoking them to question their own use of technology, before being led to join a discussion of the future of attention, distraction and fashion by Levi’s VP of Global Product Innovation Paul Dillinger.

  • Levi's UntitledThe Hall of Distractions - a large scale immersive experience ↘
  • MumbrellaAKQA creates a ‘Hall of Distraction’ to launch Levi’s jacket that carries Google technology ↘

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